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Marketing management and strategy : a reader

Author: Philip Kotler; Keith Kohn Cox
Publisher: Englewood Cliffs, NJ : Prentice-Hall, ©1988.
Edition/Format:   Print book : English : 4th edView all editions and formats
Summary:

This collection of 39 articles provides a broad overview of various marketing situations drawn from real businesses and companies, introduces readers to analytical techniques, and illustrates the use  Read more...

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Genre/Form: Aufsatzsammlung
Document Type: Book
All Authors / Contributors: Philip Kotler; Keith Kohn Cox
ISBN: 0135584531 9780135584538 0135573653 9780135573655
OCLC Number: 16129049
Description: x, 406 pages : illustrations ; 24 cm
Contents: Marketing myopia / Theodore Levitt --
Marketing muscle / Edward G. Micheals --
The misuse of marketing : an American tragedy / Roger C. Bennett, Robert G. Cooper --
Strategic thinking / Benjamin B. Tregoe, John W. Zimmerman --
Key options in market selection and product planning / E. Raymond Corey --
Strategic windows / Derek F. Abell --
Planning gains in market share / C. Davis Fogg --
Make your annual marketing plan must reading / F. Beavin Ennis --
Decision support systems for marketing managers / John D.C. Little --
New way to measure consumers' judgments / Paul E. Green, Yoram Wind --
Information power --
Psyching out list overlays / Jim Mammarella --
Confronting the crisis in mass marketing / Stephen P. Arbeit --
A model of industrial buyer behavior / Jagdish N. Sheth --
Industrial structure and competitive strategy : key to profitability / Michael E. Porter --
Putting the four to work --
Market segmentation : a strategic management tool / Richard M. Johnson --
Industrial market segmentation / Yorum Wind, Richard Cardozo --
Rubbermaid stretches its product mix to fit changing life styles --
The importance of the product life cycle to the industrial marketer / Chester R. Wasson --
Strategic segmentation : how to carve niches for growth in industrial markets / Robert A. Garda --
How to attack the industry leader / Michael E. Porter --
Black and Decker's gamble on "globalization" / Bill Saporito --
New product management for the 1980s / Booz, Allen & Hamilton --
Services marketing is different / Leonard L. Berry --
The changing relationship / David Martindale --
Pricing as creative marketing / Thomas Nagle --
Turn your industrial distributors into partners / James A. Narus, James C. Anderson --
Telemarketing in distribution channels / Roy Voorhees, John Coppett --
A remedy for maldistribution / Stephen B. Oresman, Charles D. Scudder --
How leading retailers stay on top / Max L. Densmore, Sylvia Kaufman --
An attitudinal framework for advertising strategy / Harper W. Boyd, Jr., Michael L. Ray, Edward C. Strong --
12 basic promotion techniques : their advantages--
and pitfalls / William A. Robinson --
Xerox's sales force learns a new game / Thayer C. Taylor --
An essential strategy, or prima donna selling? / Philip Maher --
The changing role of the product manager in consumer goods companies / Victor P. Buell --
Epson America's sly distributor switch / Arthur Bragg --
Profitability analysis by market segments / Leland L. Beik, Stephen L. Buzby --
Improving sales force productivity / William P. Hall.
Responsibility: edited by Philip Kotler, Keith K. Cox.

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